The Social Continuum<br />From Social Media to Social Business<br />
overheard<br />The Social Continuum<br />2<br />“It's time for us to step into Social Mediaand engage the conversation"<br />
The Social Continuum<br />3<br />
The Social Continuum<br />4<br />brand recognition • brand awareness • customers acquisition • lead generation • recruitme...
The Social Continuum<br />5<br />So more and more brands jump into the social media space to gain fans • gain followers • ...
The Social Continuum<br />6<br />This is called Social Media Marketing<br />or<br />Marketing 2.0<br />
The Social Continuum<br />7<br />but it should be called<br />Marketing 1.0001<br />since those are just old practices<br ...
The Social Continuum<br />8<br />When entering Social Media, most brands and agencies believe they are dealing with anothe...
The Social Continuum<br />9<br />social<br />                       as in social web, is an entirely new and unknown terri...
The Social Continuum<br />10<br />Brands are opening Pandora’s box without ever noticing<br />
The Social Continuum<br />11<br />When, in 2004, Mark Zuckerberg created a small website to allow his Harvard fellows to c...
The Social Continuum<br />12<br />He ignored that 6 years later, Facebook would be a 400 millions members' network, where ...
The Social Continuum<br />13<br />When, in 2006, Jack Dorsey created a little service to stay in touch in real time with h...
The Social Continuum<br />14<br />He ignored that 4 years later, Twitter would be a 100 millions members' service, upon wh...
The Social Continuum<br />15<br />And all this is just<br />the beginning<br />
The Social Continuum<br />16<br />The social territory is filled with hundreds of millions of people talking together abou...
The Social Continuum<br />17<br />This is called<br />Customer experience<br />
The Social Continuum<br />18<br />Customers do not want to be brands' friends, fans or followers. They want to share their...
The Social Continuum<br />19<br />They want to co-create value with brands<br />
The Social Continuum<br />20<br />When entering social media, brands give their customers a voice which will never stop<br />
The Social Continuum<br />21<br />Dealing only with the 'media' in social media is like ignoring this voice<br />
The Social Continuum<br />22<br />But listening to this voice will change the way business is done<br />FOREVER<br />
The Social Continuum<br />23<br />This is called<br />Social business<br />
The Social Continuum<br />24<br />The social territory give brandshundreds of millions of new touch points<br />with their...
The Social Continuum<br />25<br />While listening to conversations, brands can now learn from every single user's experien...
The Social Continuum<br />26<br />They can gain new invaluable knowledge from these conversations<br />
The Social Continuum<br />27<br />Knowledge about creating better services and products<br />
The Social Continuum<br />28<br />Knowledge about better serving their customers<br />
The Social Continuum<br />29<br />Knowledge about what customers really want, not about what brands think customers want<b...
The Social Continuum<br />30<br />This is part of what is called<br />Social learning<br />
The Social Continuum<br />31<br />Social learning is the key which will allow organizationsto capture and harness those kn...
The Social Continuum<br />32<br />Informal learning<br />Knowledge strengthens from diversity and sense-making, weakens fr...
The Social Continuum<br />33<br />Collaboration & Communities <br />Employees, too, are joining the conversation and shari...
The Social Continuum<br />34<br />Co-creation<br />Knowledge belongs to interaction and openness,not to repositories<br />
The Social Continuum<br />35<br />Social learning is an iterative, non linear process which capitalizes on networked knowl...
The Social Continuum<br />36<br />Almost every department of organizations can, and will, learn that way R&D, Design, Mark...
The Social Continuum<br />37<br />Co-creation of value, knowledge sharing and collaborative learningis the future of busin...
The Social Continuum<br />38<br />Thierry de Baillon<br />tdebaillon@socialearning.fr<br />@tdebaillon<br />Socialearning<...
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From Social Media to Social Business: The Social Continuum

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From Social Media to Social Business: The Social Continuum

  1. The Social Continuum<br />From Social Media to Social Business<br />
  2. overheard<br />The Social Continuum<br />2<br />“It's time for us to step into Social Mediaand engage the conversation"<br />
  3. The Social Continuum<br />3<br />
  4. The Social Continuum<br />4<br />brand recognition • brand awareness • customers acquisition • lead generation • recruitment • empathy e-reputation • expertise acknowledgment • storytelling viral marketing • influence • conversational marketing Brands have multiple reasons for going theresocial media optimization • viral marketing • influence conversational marketing • social media optimization brand recognition • brand awareness • customers acquisition • lead generation • recruitment • empathy e-reputation • expertise acknowledgment • storytelling viral marketing • influence • conversational marketing social media optimization • brand recognition • brand awareness • customers acquisition • lead generation recruitment • empathy • e-reputation • viral marketing <br />
  5. The Social Continuum<br />5<br />So more and more brands jump into the social media space to gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends • build communities • engage with influencers • answer customers • publish content • promote products promote services • gain fans • gain followers • gain friends<br />
  6. The Social Continuum<br />6<br />This is called Social Media Marketing<br />or<br />Marketing 2.0<br />
  7. The Social Continuum<br />7<br />but it should be called<br />Marketing 1.0001<br />since those are just old practices<br />transposed into digital media<br />
  8. The Social Continuum<br />8<br />When entering Social Media, most brands and agencies believe they are dealing with anothermedia, but they truly deal with<br />social<br />
  9. The Social Continuum<br />9<br />social<br /> as in social web, is an entirely new and unknown territory<br />
  10. The Social Continuum<br />10<br />Brands are opening Pandora’s box without ever noticing<br />
  11. The Social Continuum<br />11<br />When, in 2004, Mark Zuckerberg created a small website to allow his Harvard fellows to connect with each other...<br />
  12. The Social Continuum<br />12<br />He ignored that 6 years later, Facebook would be a 400 millions members' network, where people create content, share content, listen, chat, tag, like, discuss, pay, connect together<br />
  13. The Social Continuum<br />13<br />When, in 2006, Jack Dorsey created a little service to stay in touch in real time with his friends and relatives...<br />
  14. The Social Continuum<br />14<br />He ignored that 4 years later, Twitter would be a 100 millions members' service, upon which apps are built to allow people to share links, information, location, discussions, ideas, thoughts, sentiments together<br />
  15. The Social Continuum<br />15<br />And all this is just<br />the beginning<br />
  16. The Social Continuum<br />16<br />The social territory is filled with hundreds of millions of people talking together about what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what they like and dislike, what they buy, what they use, how they use this, why they use that, what they would better buy and use, what's good for them, what's bad for them, what<br />
  17. The Social Continuum<br />17<br />This is called<br />Customer experience<br />
  18. The Social Continuum<br />18<br />Customers do not want to be brands' friends, fans or followers. They want to share their experience.<br />
  19. The Social Continuum<br />19<br />They want to co-create value with brands<br />
  20. The Social Continuum<br />20<br />When entering social media, brands give their customers a voice which will never stop<br />
  21. The Social Continuum<br />21<br />Dealing only with the 'media' in social media is like ignoring this voice<br />
  22. The Social Continuum<br />22<br />But listening to this voice will change the way business is done<br />FOREVER<br />
  23. The Social Continuum<br />23<br />This is called<br />Social business<br />
  24. The Social Continuum<br />24<br />The social territory give brandshundreds of millions of new touch points<br />with their customers<br />
  25. The Social Continuum<br />25<br />While listening to conversations, brands can now learn from every single user's experience<br />
  26. The Social Continuum<br />26<br />They can gain new invaluable knowledge from these conversations<br />
  27. The Social Continuum<br />27<br />Knowledge about creating better services and products<br />
  28. The Social Continuum<br />28<br />Knowledge about better serving their customers<br />
  29. The Social Continuum<br />29<br />Knowledge about what customers really want, not about what brands think customers want<br />
  30. The Social Continuum<br />30<br />This is part of what is called<br />Social learning<br />
  31. The Social Continuum<br />31<br />Social learning is the key which will allow organizationsto capture and harness those knowledge flows.This means:<br />
  32. The Social Continuum<br />32<br />Informal learning<br />Knowledge strengthens from diversity and sense-making, weakens from silos and boundaries<br />
  33. The Social Continuum<br />33<br />Collaboration & Communities <br />Employees, too, are joining the conversation and sharing knowledge<br />
  34. The Social Continuum<br />34<br />Co-creation<br />Knowledge belongs to interaction and openness,not to repositories<br />
  35. The Social Continuum<br />35<br />Social learning is an iterative, non linear process which capitalizes on networked knowledge flows<br />
  36. The Social Continuum<br />36<br />Almost every department of organizations can, and will, learn that way R&D, Design, Marketing, Human Resources, Corporate Communications, Public Relations, Training, Procurement, Production, Manufacturing, Operations, Delivery, Sales, Logistics, Customer Service, …<br />
  37. The Social Continuum<br />37<br />Co-creation of value, knowledge sharing and collaborative learningis the future of business<br />
  38. The Social Continuum<br />38<br />Thierry de Baillon<br />tdebaillon@socialearning.fr<br />@tdebaillon<br />Socialearning<br />http://www.socialearning.fr<br />Mark Zuckerberg and Jack Dorsey photos from Wikipedia Commons and released under the Creative Commons Attribution 2.5 license<br />

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